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Google Actions

Google Actions

May 29, 2020

Like Surfaces across Google, Google Actions is a platform that is free for merchants to use. Google announced on July 23, 2002 that it would no longer charge a commission on products sold through Actions on Google Shopping’s shopping cart.

Unlike their pay-per-click Shopping Ad cousins (first row below), Actions ads display a small blue shopping cart icon in the top corner of the ad (second row below) to indicate the product can be bought in their universal shopping cart.

 

Aside from Looks, How Do Actions Ads Differ from Shopping Ads?

Unlike Shopping ads where costs are incurred each time a user clicks through the ad to your site (whether they buy or not), Actions is free as mentioned. Shopping ads redirect the user who clicks on the ad unit to the merchant’s site, whereas Actions provides the functionality for the user to purchase right on Google.

After each Actions purchase, Google records the order details in the Google Merchant Center. AdAmplify then syncs each order to your Shopify store, so you can manage Actions orders in the same place and in the same way as orders sold directly on your site. As well, we also sync your fulfillment information back to the Merchant Center, so that Google knows the order has shipped.

And, unlike Shopping ads where the merchant is responsible for setting up, managing, and optimizing their ad campaigns, Google manages these tasks for you. This means considerably less work in ongoing campaign effort and cost, which can be substantial if you are continually reviewing and optimizing your results.

 

Summary Is Google Actions Effective?

There are two appealing features of this program for merchants. First, you’re not paying a fee to advertise your products in Google Shopping. Second, your Actions items are displayed in the Google Shopping tab and will be found by more highly qualified users. That’s because users browsing Google Shopping tend to be one step closer to buying than those who see a Shopping ad or a text ad.

Google is now running the revised Actions in beta in the US, to be followed in 2021 with releases internationally. If you have an interest in learning more, please contact us.

Read What Google Ad Platforms Should You Use?.

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